In a press release, the organism explains that the spot “addresses health benefits of vaping for ex-smokers and highlights the role of users in moving on with vaping”. Fivape aims at calling to mind “all stakeholders involved in tobacco harm reduction”.

This communication arrives one week before May 20’s deadline for advertising and promoting e-cigarettes, as dictated by the transposition of the EU TPD.

The character’s name, “Max”, alludes to a French TV ad for Nicopatch and its background French song “Il est libre, Max” by Hervé Cristiani who remembered a phone call, at night in 1989, to let him hear thousands of people singing his song in Romania… when Ceaușescu has been dismissed. A glance of hope?